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Monday, July 30, 2012

Market the Right Way: Six Types of Markets and How to Approach Them

I'm baaaaack! It was great
to have a month's blogging break, and I've got great ideas for what I'll be
covering the rest of the year. I'll be blogging about marketing; managing
your freelance business; building relationships with editors,
clients, sources, and other people; working more efficiently; and creating
(at least occasional) balance in your life as a freelancer.

I chose these
five broad areas for a reason--they're also the five areas I cover in Writer for Hire: 101 Secrets to Freelance Success.
Thanks to all of you who have bought the book and emailed me, especially those
who have posted reviews on Amazon! I truly appreciate it.

The type of pitch you use
will depend on the market. For national consumer magazines and newspapers, I
suggest new freelancers pitch the FOB section with a query to get your foot in
the door. Make that query as compelling as you can. You’re facing
more competition here than with any other market, so make sure you have a
strong ISG and that your query captures the
magazine’s voice. Suggest the section of the magazine your piece belongs in so
the editor knows you’re familiar with her publication, and plan on following up
with another idea if you’re first one doesn’t get assigned.

If you're targeting a
regional or local magazine or newspaper, pitch a trend story, a profile of
a local person (or a roundup, e.g., four local celebs or five up-and-coming
chefs), or find a local perspective on a national trend for a regional
parenting magazine (e.g., how area families are cutting back on expenses and
saving money).

For online markets, query
but remember that the articles tend to be shorter than print publications
and often include an interactive element, like an online quiz for readers. Make
your query tight and focused, and match the tone of your target publication
with your e-mailed pitch.

If you want to pitch a
blog, check its guidelines to see what type of approach its editor/owner
prefers. Some people want you to submit the entire blog post; others like you
to query a possible post topic the same way you would with an online magazine.

To pitch a trade market,
use a query or LOI. Use industry lingo to show you know the business, and pitch
an idea that will benefit readers. Whether you use an LOI or a query, play up
your knowledge of/experience with the relevant industry. (To locate
trades, check your local library for a directory like Bacon's Magazine
Directory, Gale Directory of Publications and Broadcast Media, or The
Standard Periodical Directory.

To pitch custom
magazines, send an LOI that highlights your experience with the subject(s)
the magazine covers, or pitch with a query. Ask your friends and family to
collect custom magazines for you, and check out the Custom Content Council's
website for possible markets.

Different types of
markets require different approaches. Matching your pitch to the market will
ensure higher success rates. (For more about these types of markets and how to work for them, read Secret 6: Match your pitch to the market typefrom Writer for Hire: 101 Secrets to Freelance Success):